programmatic advertising 101

TODAY’S AGENDA

Online Advertising Types/Pricing Models

Where we were

The landscape

What is programmatic?

The importance of Data

The Programmatic Future

Predictions

So many types!

Display Advertising Social Marketing Search Engine Marketing

Search Engine Optimization Social Media Marketing Mobile Advertising

Email Advertising Affiliate Marketing Content and Native Marketing

• CPM – Cost per Mille (Flat Rate)

• dCPM – dynamic cost per thousand (common on exchanges)

• CPC - Cost per click

• CPV – Cost per view

• CPA – Cost per action

• CPD – Cost per download

• CPE – Cost per engagement

• CPCV – Cost per completed view (Video)

• Fixed Cost

• And more!

Common pricing models today

Where it all started in display – AT&T

1994, No logo, no Ad Choices, no data, no networks, no video, no mobile, no rich media,

30MM only online, no exchanges, no RTB, most ads ISP driven and 44% CTR!

Where it all started in display – AT&T

2014, Ad choices, rich media,

impression level targeting,

exchanges, dynamic, learning

algorithms, programmatic, cross

device, <.1% CTR, fully interactive,

social, and more…

Let’s face it, it’s complex

Things could get worse for print publishers

Share of time spent with media vs. share of media ad spend (US, 2013)

The use of real-time, software-based systems, rules and algorithms to

automate and optimize the purchase and delivery of data driven,

targeted and relevant ads to consumers.

What is programmatic?

Marketing

Technology

Data

For Internal Use Only - Confidential

Some types of data used for targeted advertising

THE

NEW WAY OF

BUYING ADS

The old way

The new way

How DSPs, SSPs, and Ad Exchanges work

Programmatic Everywhere

RTB

DISPLAY

RTB

MOBILE

RTB

SOCIAL

(FBX)

RTB

VIDEONATIVE SMART

TV

RTB

Premium

Display

SOCIAL

(TWITTER)OOH RADIO GLASSES

$

2008 2013

It started with RTB for display, it will end with everything…

you have to be set up now for masses of live data

PROGRAMMATIC

IN ACTION

An Omni-Channel customer experience in the near future

Programmatic + Live Data In Action Tomorrow

CONFIDENTIAL // JANUARY 2014 //

She notices her performanceis more sluggish than usual

….so does the app


On her way to work

On the way to work, the search begins…


The taxi ad seems to speak to her


Even the billboards seem to know something


Arriving at work


A promoted tweet from New Balance pops up and prompts aconversation


That Twitter conversation leads to an order


The shoes are 3D printed –and delivered by an Amazon Prime drone

Mobile display will be an area to look out for. Total spend, including Facebook

and Twitter, is expected to grow from $3.8 billion in 2013 to $14.5 billion by 2017

Sources: IDC and eMarketer 2013

In b

illio

ns

2012 2013 2014

0%

5%

10%

15%

20%

25%

30%

$0.0

$5.0

$10.0

$15.0

$20.0

$25.0

Total digitaldisplay adspending

Total spend onvideo advertising

RTB as % of totaldigital display adspend

RTB as % of videoadvertising spend

We are a programmatic advertising company, purpose-built for the

marketer. We use exclusive intent data and technology to create relevant,

timely advertising campaigns, and generate customer insights.

Who we are

56 44 28of Fortune 500 of Internet Retailer 500 of Advertising Age 100

Peeling the onion back on social

PROGRAMMATICWORLD Where we’re going…

Data Marketing

Technology

Programmatic Everywhere

Peeling the onion back on social

Programmatic Everywhere: The search begins

3D printed, and delivered by a drone

Thank You

For more information visit

chango.com